出版社：Sveučilište u Rijeci, Fakultet za menadžment u turizmu i ugostiteljstvu, Opatija
摘要：Through its growing importance to tourism, the tourist destination is increasingly attracting the attention of researchers and tourism managers. The rationale lies in efforts to gain deeper insight into travel motivations and tourist demands and needs. In destinations, tourists can meet many of their needs, above all, the need for leisure and entertainment. Comfortable accommodations, recreation services and facilities, natural and cultural sights, as well as various entertaining events make the destination attractive to tourists. In competing, the destination that has a more organised offering and an established image of the market will have a higher degree of success. The best way to express a destination’s identity is through a well-crafted umbrella brand. This type of brand allows the promotion of all of the destination’s tourism supply providers, as well as their joint tourism product, on the market.
